social media etiquette: or, can i say f*uck on twitter?
TRANSCRIPT
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Barbara Thomas | versoe.ca | Feb 2016
Social media etiquette: or, can I say f*ck on twitter?
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What this workshop covers…
• “Social media” covers a lot of ground• Doing it wrong• Doing it right • The future of social media?
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Etiquette = customary code of accepted behavior among members of a particular group
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Online, etiquette = reputation management
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“SOCIAL MEDIA” COVERS A LOT OF GROUND
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Our “digital debris” lives in these places
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The Network
Effectandthe
SocialGraph
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A broadcast network
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A “Tight crowd” network community
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DOING IT WRONG
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Well, obviously….
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Not a good idea if you are a teacher….fired.
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Didn’t even get to start the job
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Looked for drug dealer on twitter [cops replied]
http://globalnews.ca/news/778288/york-regional-police-reply-to-twitter-pot-plea/
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Mixed up personal & work accounts – got fired
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Senior Director of Corporate Communications at IAC (2013) made “joke” – trended worldwide - got fired
“I thought there was no way that anyone could possibly think it was literal.“ Justine Sacco
#HasJustineLandedYet
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How to lose a modeling contract with L’Oreal
http://www.businessinsider.com/loreal-fires-model-axelle-despiegelaere-after-hunting-photo-2014-7
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Try to avoid including porn in customer service tweets (unless you work for PornHub I suppose)
“US Airways apologized for an extremely graphic photo that it shared earlier today, depicting a naked woman in a sexual position with a toy plane.”
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Make sure your celebrity endorser is still alive
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DOING IT RIGHT
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First find out what your reputation actually is
• Google your name in “quotation marks” - use a clean browser (or Incognito mode)
• Persistent online reputation even with anon accounts and pseudonym
• Try Google reverse image search using photographs from your social media presence
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Get discovered for the right reasons
• Do some serious thinking about how you want to portray the professional side of your life
• Optimize your digital footprint for the key words you want to be associated with (search engine optimization)
• Use those terms in your professional social media profiles
• Use separate social media accounts for personal and professional purposes
• Use a separate email address for personal and professional purposes
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Social
media
influenc
e (self actualization
)
Social media engagement
(esteem)
Community & connection (belonging)
Online reputation (safety)
Social media presence (survival)
Maslow meets social media
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What’s your niche?
finance
video gamesfashion
social media marketing
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What’s your brand?
Political Science Prof, UWaterloo. Constitutional Law, Public Policy & Canadian Politics
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https://youtu.be/c6w0mwf6x7w
What’s your brand?
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Craft your social media presence
Content creation Cross promotionChoose your
channels
Cultivating relationshipsCreating relationships
Consistency Collaboration
https://youtu.be/eRMVA1FICUw
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Choose your channels
Don’t forget to get a domain name of your own as well
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Content creation• Create your own: long-
form and short form blog posts, long-form and short form video, images etc
• Be a trusted curator - select and distribute other people’s content
• Keep it on your own web site as well as on third-party sites
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Consistency
• Topic “buckets”• Tone• Unique “voice” and brand• Timing• Frequency• Cross-posting
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Creating and cultivating relationships
• Have a follow strategy• Use twitter lists to help
you find new people• Join LinkedIn groups• Use twitter chats to
help grow your professional network
• Comment, like, share• Use (relevant) hashtags
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Collaboration & Cross promotion
• Find people who are working in complementary areas and who have complementary personal brands
• Create new content together• Cross promote – pay it forward
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THE FUTURE OF SOCIAL MEDIA?
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Close ties become more valuable than loose ties
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Increasing concern about privacy
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Ad blockers close off the revenue taps
According to PageFair and Adobe, the economic cost of ad blocking—in terms of global lost ad revenue—will top $21 billion in 2015 (total ad revenue in 2015 was $600 billion) and will nearly double again in 2016.
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Social VR – beyond immersion to “presence”
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Join my network…
web: versoe.ca
twitter: @versoe
linkedin: https://ca.linkedin.com/in/barthomas